SUCCESSFULNESS OF CONTENT MARKETING IN TOURISM: THE IMPORTANCE OF TESTING THE MEASUREMENT INSTRUMENT
Abstract
Along with the improvement of the information technology, new means of communication in tourism were also developed, the success of which is not always easy to measure. The subject of this paper is based on researching the means of measurement of new communication forms, classified in today's marketing under the term of content marketing. A necessity to test the measuring instrument was observed when aiming to obtain more precise data on the successfulness of use of a form of content marketing in tourism. After a review of insights into measurement of successfulness of content marketing gained thus far, the paper demonstrates the process of testing of a measuring instrument (questionnaire) based on an empirical method, whose results should indicate the final form of the measuring instrument. The goal of the paper is to show the significance of this phase of research in the process of measurement of successfulness of marketing content.
Keywords: Measuring content marketing success, Testing instrument
- Autori zadržavaju autorska prava i pružaju časopisu pravo prvog objavljivanja rada i licenciraju ga "Creative Commons Attribution licencom" koja omogućava drugima da dele rad, uz uslov navođenja autorstva i izvornog objavljivanja u ovom časopisu.
- Autori mogu izraditi zasebne, ugovorne aranžmane za neekskluzivnu distribuciju članka objavljenog u časopisu (npr. postavljanje u institucionalni repozitorijum ili objavljivanje u knjizi), uz navođenje da je članak izvorno objavljen u ovom časopisu.
- Autorima je dozvoljeno i podstiču se da postave objavljeni članak onlajn (npr. u institucionalni repozitorijum ili na svoju internet stranicu) pre ili tokom postupka prijave rukopisa, s obzirom da takav postupak može voditi produktivnoj razmeni ideja i ranijoj i većoj citiranosti objavljenog članka (Vidi Efekti otvorenog pristupa).